SEO location pages: a template and examples that rank and convert

What are SEO location pages?

SEO location pages (also called local landing pages) are pages on your website, one per physical location, that give that location's address, phone, hours, services, directions and proof such as reviews and photos. They help each location rank in local search and give the customer what they need to call, book or visit.

They are different from city pages for service-area businesses, which describe the areas you serve, and from a store locator, which is the search tool that lists all locations. A good site has both: a locator that links to a location page for every place. For definitions, see location pages and local landing page.

Why location pages matter for local SEO

• They are where your listing points. Google asks that the website on a Business Profile represents the individual location (Google Business Profile guidelines). A page with that location's own details is the natural target.
• They support relevance. Google names relevance as one of the three main local ranking factors (Google Business Profile Help). A page that clearly describes the services at one location helps.
• They rank in the regular results too. Searches like "orthodontist in Westfield" often show web pages below the map. A location page can win there even when the map is crowded.
• They convert. Someone checking hours, parking or whether you take their insurance wants it on one page with a call button.

Location pages are one piece of the larger multi-location SEO and local SEO strategy picture. If you have a single location, your contact page or home page often does this job; a dedicated page still helps once you offer several services.

What to put on a location page: the anatomy

Think of the page top to bottom, the way a phone user scrolls it. The first screen answers "is this the right place, is it open, how do I get there or call?" Everything below proves you are the right choice.

This is the wireframe. Sections 5, 6 and 9 are where each page becomes truly unique.

A location page template you can copy

H1: {Business name} {Neighborhood or city}
Summary (1 to 2 sentences): {What this location offers and for whom}

Key details
Address: {street, suite, city, state, ZIP}
Phone: {local number, tap to call}
Hours today: {auto from hours}
Buttons: [Get directions] [Call] [Book]

Map: {embedded map, pin on entrance}

H2: Services at {Neighborhood}
- {Service 1}: {one line} (link to service page)
- {Service 2}: {one line}
- {Service 3}: {one line}

H2: About our {Neighborhood} location
{3 to 5 sentences: who runs it, what is different here, how long it has been open}

H2: Getting here
Parking: {where, cost}
Transit: {nearest stop}
Entrance: {which door, which floor}
Accessibility: {step-free, elevator}

H2: What customers say
{3 recent reviews from this location} [Leave a review]

H2: Photos
{entrance, inside, team}

H2: Questions about this location
{3 to 5 real questions with short answers}

H2: Nearby locations
{2 to 3 links}

For example, a page for "Brightside Physical Therapy, Oak Park" (an invented example) would lead with "Sports and post-surgery rehab, 5 minutes from the Oak Park Green Line stop", then hours, a call button and the map. Its "getting here" section names the free lot behind the building and the side entrance with the ramp. Its FAQ answers "Do you take walk-ins?" and "Which insurance do you accept here?"

Schema markup for location pages

Add LocalBusiness structured data to each location page, using the most specific subtype you can (Dentist, Restaurant, AutoRepair). Google's documentation says the url property should link to the specific location and recommends geo coordinates to at least five decimal places (Google Search Central).

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "@id": "https://www.example.com/locations/oak-park/#business",
  "name": "Brightside Dental Oak Park",
  "url": "https://www.example.com/locations/oak-park/",
  "telephone": "+1-708-555-0100",
  "image": "https://www.example.com/images/oak-park-entrance.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "120 Lake St, Suite 2",
    "addressLocality": "Oak Park",
    "addressRegion": "IL",
    "postalCode": "60301",
    "addressCountry": "US"
  },
  "geo": { "@type": "GeoCoordinates", "latitude": 41.88871, "longitude": -87.79012 },
  "openingHoursSpecification": [
    { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"], "opens": "08:00", "closes": "17:00" }
  ],
  "parentOrganization": { "@type": "Organization", "name": "Brightside Dental", "url": "https://www.example.com/" }
}
</script>

Our full local business schema guide covers subtypes, hours, departments and what Google does and does not use, with more examples.

How to avoid thin and doorway location pages

Google's spam policies describe doorway abuse as pages "created to rank for specific, similar search queries", and give as an example "multiple domain names or pages targeted at specific regions or cities that funnel users to one page" (Google Search Central). A real location page for a real address you serve from is not a doorway. Fifty copies of one page with the city name swapped can look like one.

URL structure, internal links and the store locator

Keep URLs short, readable and permanent: /locations/oak-park/ or, for larger networks, /locations/il/oak-park/. Do not include street numbers or phone numbers, which change. For franchises, the question of shared or separate domains is covered in should franchises have separate URLs.

Check your NAP with the free location consistency checker, and make sure your local citations link to the same page.

How to measure whether your location pages work

A location page has two jobs: get found and get action. Measure both, per location, so you know which pages to improve first.

1. Tag the Google listing link

   Add UTM parameters to the website link on each Google Business Profile (for example utm_source=google, utm_medium=organic, utm_campaign=gbp-oak-park). Visits from the listing then show separately in your analytics.

2. Filter Search Console by folder

   In Google Search Console, filter pages by /locations/ to see the queries, impressions and clicks for all location pages, then drill into each one.

3. Count actions, not only visits

   Track taps on call, directions and booking buttons as events. A page with fewer visits but more calls is doing its job.

4. Compare pages with each other

   Rank your location pages by actions per visit. The bottom five are where a rewrite pays off.

Common location page mistakes

A store locator and a page for every location

The Locus Intelligence platform includes a store locator and location pages (microsites) for each location, alongside listings and reviews in Reach by Locus Intelligence.

See how it works

Google Business Profile audit

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